In an article presented by Sud Jhally, "Advertising on the Edge of the Apocalypse", he states that consumerism is dominating our culture and also its dangerous acts (2000). To analyze these dangers in our culture, I presented an assessment illustrating my consumer behavior towards fashion. Through this interpretation it is hypothesized that fashion consumption is highly dangerous. This is seen through the influence it has on emotions, class, alienation and the difficulty in achieving an identity. This is significant because in a capitalist society consumption is part of people's daily lives; This being the case, it is important to be aware of the implications of this. From 1899 to today, it is known that individuals no longer purchase products out of necessity; instead, they purchase items such as expensive clothes to improve their social status (Naiman, 2012). By 1998 consumer capitalism had grown massively. America and Canada account for 31% of the four trillion dollars spent globally by public and private companies, even though they make up only 5% of the population (Naiman, 2012). This shows that needs are not the only thing individuals consume for. Today, companies, advertising and the media encourage people to buy fashion products with money they don't have. This pushes them to borrow money for consumption, leading individuals to go into debt rather than accumulate wealth (Naiman, 2012). As a result, this has a major impact on an individual's health. It may cause them a lot of stress due to the loss of money and the constant need to consume. Fang Ma et al. had theories involving psychological motivation...... middle of paper ......er Bourdieu's theory portrayed that fashion merchandise provides a wide separation between rich and poor and also divides young adolescents into groups . Although companies maintain an unethical business environment, consumers continue to purchase their fashion products because of the way the company portrays itself. Locan's theory supports this idea because he believes that capitalists are successful because they induce beliefs. Finally, Juliet Schor's suggestions provide a little help in reducing these dangers. Living in today's capitalist society, these dangers could help people understand the implications of fashion consumption and ways to prevent it. Some limitations to this search were that there were not as many academic articles as hoped. For further research, more articles should be analyzed for greater reliability and validity.